| HAL brand initiatives

HOLLAND America Line
has announced a $300
million program of “brand
enhancements” with the aim
of securing its position as the
“leader in premium cruising”.
The massive investment will
include fleetwide enhancements
to its top staterooms and
upgraded amenities.
Onboard activities will also
be enriched via a major new
partnership with BBC Earth which
will bring “world class fun and
factual entertainment” in the
form of films, concerts, shows,
kids’ activities and theme cruises.
HAL is also collaborating with
software platform Utrip to offer
the “highest level of cruise
vacation personalisation, and
adding expert destination content
through AFAR Media.